Our Strategy
The Thinker Approach
The advent of the project was marked with a stakeholder workshop to ensure our team aligns perfectly with the vision and needs of the leadership at Axis Bank.
User needs and requirements were studied to understand and strategize for the quintessential features of the platform. This helped us develop a design strategy in the later stages of the project.
Competitor analysis was critical to understand the direct and indirect competitor platforms to gauge all areas of improvement.
Insights We Drew/ Insights Inferred
With investments being such a critical decision that users make, the need of the hour was to provide smart and contextual value propositions that would add up to the user experience and motivate them to take the necessary steps
Key Strategic Interventions
Improved Navigation
Simplification of the menu and navigation across the platform to provide users with a state-of-the-art, user-driven banking portal.
Redefining User Personas
Redefined the user journeys based on the kinds of users on the platform—new, pro, and migrating investors—to better cater to Axis Bank’s audience.
Accessible Research Data
Research data relevant to investments made available for free consumption for the users on the portal, dedicated to boosting research-driven investment decision-making.
Improved Information Structure
Transformation of the style and design of information displayed across the portal to delight users at every instance.
KEY FEATURES
01
Virtual Portfolio
Users were allowed to create a virtual portfolio that acts as a real market simulator. They can ‘invest’ and receive ‘returns’ on the stocks they’ve invested in to help them gauge how much they can actually make if they invest in the selected stocks.
02
Simplification of Account Opening Process
- Opening an account to invest immediately wasn’t an option for users. With Axis Direct, we turned that around.
- We simplified and automated the process of opening a Demat account, allowing them to begin transactions immediately. With no dependency on manual processes, we brought down the wait time from 20+ days to just 1 day.
03
Learn Module
To help new investors understand the crux of investments, we created e-classrooms. This included demo videos, curated content, and more to help users learn more on the portal.
04
Market Snapshot View
To eliminate the hassle of assessing too much information, we designed a flyout menu on the portal that allows users to access critical information about the stock market in an instant.
05
Interactive Query Submission
Using natural language processing, users can now submit a query in the human-readable form to receive an estimation of how a stock would perform over a period of time based on their inputs.
DESIGN ACTIVITIES
Consulting
Stakeholder
Workshop
Audit of existing
dashboards
Wireframing
Visual System
Front End
Development
Outcome and Impact
Axis Direct in its new form was launched in November 2016.
AWARDS
DMA Echo Asia Award 2017 and 2018
